The Research Of Segmentation Of Mattress Market And Reposition Of Symbol Mattress

With the past 30 years'development, the Chinese mattress market is trending to segmentation and branding. The competition environment in is becoming fiercer than before because the market conversion gradually from disordered into consolidated. And now, lots of suppliers are not mature and not familiar with the marketing changes, which cause them too difficult to grasp the needs of customers. This study is initiated from customers; research the intra-requirements (observable and unobservable) through investigation's data and Marketing Engineering software, which setup effective strategy and explore suitable products.As one of the largest enterprises, SYMBOL GROUP aspires to become the leader in the Chinese mattress industry. Under the more competitive environment, because lacking of research on mattress market segmentation and brand positioning, SYMBOL is becoming more and more difficult to meet the need of the target market by her'Single Brand Strategy'and'Undefined Orientation', which obstruct it in the further development.This article focus on marketing segmentation investigation and customer needs determinate-analysis by applying the Marketing Management Theories, Statistical Model and Marketing Engineering software. Furthermore, through positioning analysis for SYMBOL, establish group target strategy, brand positioning, and future marketing strategy.The article is divided into three parts. Part I is focus on General Analysis, by data collection from marketing investigation, comprehensively analyze the customers'preference, psychological characteristic and the production needs in our domestic market. Part II is focus on Segmented Analysis by the help of Market Segmentation Theory and the Cluster Analysis model from marketing engineering software. For providing the reference to various enterprises, especially for SYMBOL targeting selection, through Factor Analysis, to determinate-analyze the different consumer preference in different segmented market. Part III is focus on Positioning Analysis, base on the research in Part II, through integrates several theories of positioning and branding strategies, to analyze SYMBOL positioning via drawing perceptual map by positioning model in the marketing engineering software. Meanwhile, to re-orientate the group branding strategy according to the selected target market, and establish new positioning for SYMBOL, as well as its'marketing strategy.From Part I to Part III, all the data are obtained mainly with the approach of questionnaires. Through the Cluster Analysis and Factor Analysis, the mattress market is segmented into four. In addition, the article quantitatively analyzes the preference in different segmented markets (such as, Brand Reputation, Products Function, etc). Drawing the perceptual map through the Characteristic Positioning and Factor Analysis, from which we can find the high relativity between different variables (such as Performance Price Ratio and the Value of Reputation). Meanwhile, it's obviously that different customer's requirements in two different target markets. As a result, in order to obtain the high predominance in these two selected target markets, it is necessary for SYMBOL to adjust branding strategy and re-positioning accordingly.